The biggest competition for financial service providers isn't their rivals and their products, it's irrational behaviour and extravagant spending. Our challenge was to provide emotional access to the gut feeling of not dealing with your own money very well and to digitally mobilize the alternative (a low-risk investment with DEKA).
The campaign was continually optimized based on data, with the images, messaging, targeting and channels being adjusted and changed throughout the duration of the campaign. By doing this, we managed to achieve maximum impact at the same time as gaining awareness.
„The View Through Rate (VTR) of the pre-roll ads put us way above the benchmark of 75 per cent. And even with the inRead formats, we were way above the 25 per cent benchmark in terms of VTR“ Stefanie Isabella Merz, Head of Brand Management and Digital Solutions at DEKA
Stripped-back images, strong messages
We developed a digital campaign that made viewers relate to entertaining examples. While everyone recognizes the uncertainty relating to their own spending habits, we took it a step further and mobilized a strong message: "Das kannst du dir sparen" (Save it for later). For this we used various images from the lives of our core audience and took a hypothesis-based approach. For instance, we addressed young parents with playful imagery, where our protagonists had an almost childish interaction with money. Other young adults were targeted with tongue-in-cheek portrayals of what one should do with one's money (such as hide it under your bed), as well as adding future-focused CTAs.